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Improving fit perceptions for an incongruent sponsorship : associating a sports property to a brand via analogical articulation
Madrigal, Robert
;
King, Jesse
- In:
Journal of business research : JBR
124
(
2021
),
pp. 731-738
Persistent link: https://www.econbiz.de/10012494008
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Metaphors and creativity : direct, moderating, and mediating effects
Marin, Alex
;
Reimann, Martin
;
Castaño, Raquel
- In:
Journal of consumer psychology : JCP : the official …
24
(
2014
)
2
,
pp. 290-297
Persistent link: https://www.econbiz.de/10010366225
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